Raluca Zamfir (RAN Communication): “The future of PR is here, and it promises to be more dynamic, interactive, and impactful than ever”

2023 was a very dynamic and full year, until its end. But what should we desire from this year’s reality? BR sat down with Raluca Zamfir, manager partner RAN Communication, in another series of interviews and talked about the Romanian PR industry, its evolution and what to be expected from 2024, at the same time not forgetting to touch the trends and agency’s side as well.

By Romanita Oprea

How would you characterize the evolution of the Romanian PR industry?

In the last years, the Romanian PR industry has been seeing a transformation from traditional methods to more innovative and data-driven approaches, focusing on building trust, engaging through authentic influencers, interactive content, and integrating artificial intelligence (AI) in PR practices.

The Romanian PR industry has become more dynamic than ever and 2023 has been a wild ride. From new trends, groundbreaking research, the ever-expanding possibilities of artificial intelligence, budget constraints, fierce competition, and so on.

The future of PR is here, and it promises to be more dynamic, interactive, and impactful than ever.

How would you characterize the industry right now (creativity, budgets, strategy,etc)?

Well the industry is definitely riding the digital wave right now, which is both good and bad. In terms of creativity, it’s in a continuous pursuit of new ideas, original approaches, out of the box projects etc. However, being too focused on the digital side of things has a downside: it is harder and harder to be creative in a world of algorithms. As for budgets, there’s a bit of a shrinking in how much companies are willing to spend on PR, it’s most likely cautiousness triggered by instability on global markets.

One of the biggest challenges the PR industry will likely face in 2024 is reduced client budgets due to the ongoing crises around the world. With the cost of living crisis still ongoing, consumers are hesitant across the board to spend as they previously have. This ultimately impacts the budgets brands allocate to spend on marketing and PR activities.

Also, the way we consume media – in terms of formats, channels, platforms, and more – is in a state of constant evolution.

The landscape that PR professionals navigate today vastly differs from what it was a decade ago, and the changes keep coming.

What would you change in the industry and why?

I would make people more accountable for their actions and this is something that doesn’t only apply to PR, but to most industries. We live in an age of so much information displayed on so many channels and we see people are pretty selective to how they choose to consume it. People want real and authentic experiences, not second-hand storytelling about them, which puts more pressure on the industry to deliver fair and honest campaigns.

What are the main challenges right now in your opinion, in the industry?

I think change is a constant in our industry, and you’d probably agree with that, especially in the world we are living in right now.

Between battling a multitude of media platforms and creating content for content’s sake, the day-to-day can end up eclipsing the bigger picture. In an industry that runs on creativity and ideas, making the space to be curious is business imperative.

By incorporating tactics including community engagement, inclusive messaging, interactive content, personalised storytelling and sharing expert advice, brands can humanise their approach and build genuine connections with their target audience.

There are different things that motivate different people to engage with a brand or a company. A click is not engagement, and there is a big difference between participation, connection, and interaction. The benefit of engagement is that as you give the most to the relationship you also get the most of the relationship because both parties are making the most of the relationship.

The audiences are becoming increasingly difficult to impress. Since they are targeted with different content every day, the average reader/viewer becomes numb to whatever you are trying to serve them, especially if they are more tech-savvy.

What still inspires you and gives you drive and joy in PR and why?

I was born to be in the PR industry as I am a restless person; I am always on the go, full of ideas, looking for projects and ready to take on any challenge. What keeps me up at night? It’s the feeling we’ve come such a long way and there is still so much ahead, it’s the desire to do better, be more creative and innovative, it’s the drive for the new, the memorable, the original. I am such am active person I couldn’t see myself working 9 to 5 in a static office.

What trends did you notice on the local market/and how do you intend to represent them in your agency?

The Public Relations industry is a continuously evolving field, transforming to meet the needs of an ever-changing world. PR has been flooded with new technology, innovative trends, and progressive strategies in the past few years alone, leading to unexpected developments within this fast-paced arena. For those familiar with the landscape, it’s clear that PR professionals must keep up with these changes to remain competitive and stay ahead of their competition.

AI is the biggest trend right now. AI-powered tools provide PR professionals with the ability to analyze data, market trends and campaign performance. What AI does for the PR industry is assisting and monitoring, identifying potential problems and crises and, of course, generating content. However, using AI tools should be inside a framework in order to prevent misuse, deepfakes and others. It’s the ethical side of it that poses a real threat to the PR industry and I hope we see clear regulations soon.

Also, authenticity is more important now than ever. Consumers expect brands to be transparent about ethics and values, walk the talk, share real-life stories, provide expertise and advice and go beyond brand comms.

What are the agency’s main services required by the clients and why?

RAN Communication is a creative communications agency that partners with brands and businesses to drive value and growth. We build brands, protect reputations and earn attention and influence through creative storytelling informed by data, and fueled by technology. We are strategic communicators, content creators, problem solvers, influence generators, earned media activators, social innovators, culture connectors and creative storytellers.

We offer a full suite of communications solutions built for purpose in an increasingly digital reality including: Public Relations & Communications, Corporate Reputation, Media & Newsroom, Employee Experience, Digital on all levels, Celebrity & Influencer marketing, Event Management.

RAN Communication clients, like many brands, are under more pressure than ever before – the pressure to earn attention and influence, protect reputations, create favorable external environments, engage employees, reach consumers across channels through compelling content, gain competitive advantage, and manage crises. There is also the added complexity of navigating social and environmental issues on the global stage. The call to communicate in creative and innovative ways is crystal clear. RAN team is able to move at the speed of culture, creating agile content across all channels to help drive value and meet business objectives.

How was 2023 in terms of creativity and projects, turnover, etc?

2023 was a full year, rich in projects, campaigns, activations, Last year we made up for the lost time of the pandemic years, we closed that gap and returned to the core of our business and industry. We worked hard and delivered a lot, we tailored solutions for our clients, strengthening partnerships and also attracting new clients. In terms of projects, we numbered over a hundred last year which generated a turnover of 1,5 million euro

We are an atypical agency, with an extremely flexible business model, and our team is made up of a perfect mix of personalities – talented and committed, result-oriented people.

What was so far the impact of AI?

Remember the initial fears about e-commerce, which many believed would lead to the end of retail? Similarly, AI is a helpful tool to enhance our work, not replace most professionals. PR professionals must embrace AI and understand its strengths, limitations. The human touch is essential to building relationships on all levels and no matter how long and deep an AI is trained, it will never be empathetic, human, critical, vulnerable. We are only at the beginning of this transformative period, so get familiar with AI and you’ll be better prepared to foresee and respond to the next round of tech breakthroughs.

What about the pitches you entered?

You know the saying you win some, you lose some, it applies to everything in life. pitches included. When it comes to pitches we usually try to attend those that we would really love to win and look for those potential clients we would love to work with. I believe it’s a waste of time and energy to go to pitches just for the sake of it.

What are your goals for the agency in 2024?

Our big objective is to continue to grow, to be more active and present in the corporate area and to deliver the best integrated communication solutions for our clients. We are a result-oriented communication agency and we want to grow together with our clients.

At RAN Communication, we keep a finger on the pulse of the next big trends and ideas. This year we are focusing on several directions: digital strategy based on the newest tools, video content created in-house adapted to digital platforms, optimizing tools and language for the way the consumer accesses information, developing current projects and consolidating the client portfolio and attracting new customers.

What are the changes you intend to bring in the agency in 2024 and why?

We are planning two big changes. The first is to incorporate more technology in what we do, to quickly connect to everything new that appears. And the second big change is to continue to expand internationally, to increase the number of regional clients.

Where do you see the Romanian PR industry compared to the European one?

I think the big difference between the two industries is that the European one is pretty specialized and made up of large teams, whereas over here we still tend to cover all services with a rather small team of professionals. Another difference is that the market is more mature, while we’re still struggling to mature.

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